The daily commute from work is normally encapsulated by a sense of release - an opportunity to escape work, go to gym or get home to relax. This sizeable group provides a captive audience for advertisers.

Fully employed consumers are from higher socio-economic groups, travelling home between 4pm and 6.30pm. The late afternoon mindset and mood state will have implications for your brand and creative strategy.

The homebound drive is generally filled with anticipation, looking forward to seeing loved ones, particularly children. Top of mind is thinking about food - what to cook for dinner, where to go out, or what to pick up on the way home.

Consumers are further frustrated by congested routes, major traffic jams, and more often than not, traffic lights not working! Media touchpoints are limited to radio and outdoor advertising whilst driving, providing you with a captive audience keen to be entertained, informed and amused.

Creativity

Creative that is relevant and resonates with your audience is a crucial element of any marketing campaign, and even more so for Outdoor Advertising! After analysis through TGI there are 10 key themes that have been identified as crucial to successful marketing to consumers on their way home from work by car.

10 Creative Guidelines

ONEResuscitate their energy levels

Entertain, surprise and delight consumers on their way to work. Your brand can positively influence their evening

TWOEncourage them to find out more about your brand

They want information and will seek it out so make it easy to find and accessible

THREERespect their busy lives

Ensure your message is short, sharp and to the point

FOUREngage them

Highly discerning, advertising that entertains has a better chance of success

FIVEDrive them to social platforms for more info

This market are social network savvy, as well as technology advanced

SIXCredit them with intelligence

Don't patronise, make your brand's communication as intelligent as they are

SEVENSpeak to their status within business

Forge an emotional connection by celebrating their success and status within business